Monthly Archives

May 2017

BALON IMAGINARIO, El Reto de conseguir balones para los niños de Guinea Ecuatorial.

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Balón Imaginario. Excelente idea de nuestro amigo y creativo @javierdelrio para mover conciencias y crear valores!

El ex jugador de fútbol profesional e internacional Benjamín Zarandona y el creativo publicitario Javi del Río han creado este divertido reto para conseguir balones para los niños de Guinea Ecuatorial.

El reto consiste en grabarse dando toques o pases a un balón imaginario y subirlo a las principales redes sociales junto a los  hashtags #pasoelbalonalosniñosdeguineaecuatorial #balonimaginario.

Después todo aquel que quiera donar balones reales puede hacerlo a través del correo

El reto está dirigido a todos los equipos de fútbol de todas las categorías, a todas las federaciones autonómicas de fútbol, a todas las empresas y a todas las personas que se animen a hacerlo de forma individual o colectiva.

La Fundación Martinez Hermanos de Guinea Ecuatorial, de la que Benjamín es su embajador y la Fundación Seur de España avalan y hacen posible que este reto se haga realidad haciéndose cargo de toda la logística de recogida y entrega de los balones.

De esta forma tan divertida y simpática quieren conseguir el mayor número de balones para los niños de este país. Todos los balones pasados se entregarán a los niños de Guinea Ecuatorial por Benjamín Zarandona.

Los jugadores del Manchester United Juan Mata y Ander Herrera, el portero del West Ham United Adrián, el jugador de la Bundesliga alemana Bojan Krkic, el exjugador brasileño Denílson de Oliveira y la perla del Atlético de Madrid Saúl son algunos de los ejemplos de jugadores que ya lo han hecho.

Para ver todos los equipos y jugadores que han dado toques a un balón imaginario  hay que  entrar en la red social

“Queremos concienciar a los amantes del fútbol de la falta de balones que tienen los niños en Guinea Ecuatorial para practicar el deporte Rey, no tenemos ni idea el número de balones que recaudaremos pero queremos llegar al máximo posible. Lo que si quiero apuntar es la gran acogida que está teniendo por todas las Federaciones de Fútbol y por todos los equipos de primera y segunda división tanto masculinos como femeninos de España” señala Benjamín.

Para el publicitario Javi del Río: “Sin balones no hay fútbol, y sin balones ningún niño o niña  puede llegar a ser futbolista. Es posible que las grandes ligas y los grandes clubs del mundo se estén perdiendo la posibilidad de tener a una estrella guineana dentro de quince años.”

Todas las personas involucradas en el proyecto lo han hecho sin animo de lucro y con un solo fin. Que los niños de Guinea Ecuatorial puedan jugar al fútbol.

¿Te apuntas al reto del Balón Imaginario?


What does it mean to do something “Like a Girl”- Best branded content!!

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How many times have we heard comments like “girls shouldn’t play that sport” or seen girls’ teams playing in half-filled arenas? What impact does this have on girls and their desire to play sports? Today, 7 out of 10 girls feel they don’t belong in sports so it’s really no wonder that over half quit sports around puberty, at a moment where their confidence plummets and they are trying to conform to societal expectations. On top of feeling they need to stop something they often love, girls are then robbed of the benefits ofplaying sports, which is one of the strongest confidence-building activities at a time when they need it the most!

Always, with this campaign is inviting everybody to rewrite the rules and keep girls in sports. Brilliant!! We love this idea to empower girls so they can feel confident.It’s a really interesting branded content and it’s really well done. Good job! #LikeAGirl.

David Bowie can teach us about marketing

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Until the end, Bowie was nothing less than a consummate performer – even turning his death into a piece of art with the release of his last album whose song “Lazarus” was undeniably his final opus.

His intrinsic ability to manufacture drama and curate personas can only be attributed to the type of genius most of us witness only a few times in our lifetimes. Yet, with Bowie, nothing was ever forced or contrived – he embodied his characters with a rare authenticity and enthusiasm. He was a true master of marketing, and everything he touched – music, fashion or film – took on a distinct eccentricity that resonated across generations and genres.

Bowie was anything but “safe” and this was what made him so magnetic, so magical. In a time when marketing has become so data-driven and scientific, David Bowie has a lot to teach our industry about stepping outside of what is comfortable in order to give ourselves room to be great.

“Fame itself… doesn’t really afford you anything more than a good seat in a restaurant.” Q Magazine, 1990

Simply being recognizable does little for your brand. You can be recognizable for all of the wrong reasons and it won’t generate a positive ROI. Focus more on reputation and what makes you or your brand different and noteworthy.

“I suppose for me as an artist it wasn’t always just about expressing my work; I really wanted, more than anything else, to contribute in some way to the culture I was living in.”

Especially in the current era of marketing, it seems a number of brands create content just to hear the sounds of their own voice. Just as Bowie wanted more than art for art’s sake, marketers should build campaigns that bring value to consumers. Some of the best and most memorable advertising campaigns took on the voice of a generation and used it to connect with consumers (think Apple’s Macintosh advertisement).

“You know, what I do is not terribly intellectual. I’m a pop singer for Christ’s sake.”

No one likes pretentious marketing tactics. The reason that things go viral or reach larger audiences is because they don’t isolate people. They are concepts that are easy to understand, easy to remember, and easy to share – much like pop music. Use short, easy to understand sentences and words to achieve a clear and effective marketing message.

“I was virtually trying anything… And I think I have done just about everything that it’s possible to do – except really dangerous things, like being an explorer. But anything that Western culture has to offer – I’ve put myself through it.”

I’m sure Bowie never tried a PPC campaign or guerilla marketing, but the message is the same. Don’t discount a new, unusual, or scary marketing strategy. Try everything, explore new solutions, and don’t be afraid of failure.

“All my big mistakes are when I try to second-guess or please an audience. My work is always stronger when I get very selfish about it.” The Word, 2003

Don’t overthink things. When you over analyze an audience or an idea, you risk losing the genuine authenticity of the message you are trying to deliver. Stop creating problems and trust your gut.

“I’ve come to realizations that I have absolutely no idea what I’m doing half the time.”

Many of us use data to understand our customers and their motivations, but with a new platform or strategy being introduced daily, a lot of us feel like we have no idea what we are doing. Embrace the strange and learn to love being uncomfortable. The places we don’t understand are usually the places where all of the magic happens.

“Fame can take interesting men and thrust mediocrity upon them.”

As companies grow, they have the tendency to get comfortable, to fall into a routine. Routine is a dangerous thing because it means you are less likely to take chances that could actually result in something amazing for your brand. Just because something works doesn’t mean stop trying to find something else that could work better. Strive to be exceptional not acceptable.

“You can neither win nor lose if you don’t run the race.”

This sounds a lot like another piece of familiar wisdom. “Do or do not. There is no try.” Pretty self-explanatory.

“I can ask for cigarettes in every language.”

Now don’t take this as advice to go out a buy a pack of Pall Malls, but there is something to said about obsessing over something. Understand what is important to your brand, become addicted to it, and learn everything that you can about it so that it becomes second nature to your marketing efforts.

“I don’t know where I’m going from here but I promise it won’t be boring.” Madison Square Gardens on his 50th birthday.

Nothing says unsuccessful marketing campaign like being predictable. No one wants to engage with your brand if you aren’t funny, compelling, or fresh. Simply put – don’t be boring.

¿Porqué nos gusta tanto el marketing de la nostalgia?

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¿Tienes 40 años y estás a la espera de que llegue noviembre, cuando volverá a estar a la venta la mítica NES (Nintendo Entertainment System), la videoconsola con la que jugabas al Súper Mario? ¿Cuando viste el primer capítulo de Stranger Things, la serie del verano, pensaste en Los Goonies, la película ochentera que ha marcado una generación entera? ¿Tu memoria regresó a la legendaria E.T., el extraterrestre, cuando los protagonistas se subieron a sus bicicletas? Si todo esto te pasó y has sonreído al leerlo, tú también caíste en los tentáculos de la nostalgia, un arma prácticamente infalible de la que empresas y marcas conocen el potencial y saben explotar muy bien. La usan para que compres.

La sensación de nostalgia puede activarse de muchas maneras. Funciona tanto en el desarrollo de nuevos productos que beben del pasado, como a través del rescate y revisión de artículos de antaño que tuvieron éxito o campañas publicitarias que explotan recursos sonoros y visuales icónicos. “Pero no todo vale para ser rescatado”, mantiene Julio Alard, profesor en ESIC Business & Marketing School. Para que un objeto, un logotipo, un estilo o una canción sean capaces de tocar las fibras más sensibles del consumidor es necesario que su uso haya trascendido y sean capaces de generar un valor añadido. “Lo retro es como los vinos: debe tener un poso”, compara.

BRANDED_ La cocinera

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Small team, 8 people, in order to shoot a branded content to be broadcast on line.
“La cocinera” has launched a new challenge: they are going to bring you an outstanding chef to cook for you.
He will knock to your door and with the ingredients that you have in your fridge, he will make and excellent dish!
Do you want to play?

Shooting in Barcelona-online-ComercialShooting online comercial

Shooting in Moscow

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Maybe Moscow is not the warmest place to shoot. Although it was more easier than we expected.
Local producer or local production company is totally necessary. The language is a really barrier.
Most of the people don’t speak English and for any movement Russian is required.
WE HAVE A NICE TIME and we were really lucky with the WEATHER!


shooting in MoscowShooting in Moscow-2